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T.R.I.P. Album Release Beer
Winner - Silver
Designer: Adam Ritchie - Principal
Design Type: Multimedia
Company / Organization / School: Adam Ritchie Brand Direction
Team Members: Ben Holmes: Brewer, Raul Gonzalez: Illustrator, Reid Label: Printer, Jesse James Salucci: Interactive and Audio, Leesa Coyne: Videography, Erin Genett: Photography, Rishava Green: Audio, Matt King: Audio & Kyle Stearns, Coding
The T.R.I.P. album release beer is the first time in the history of music and beer that a new studio album was released on a beer can. The challenge was to figure out how to get people buying new music again, while helping a small indie band reach new fans on a shoestring budget. The solution was to pair the band with a brewery and use design to turn the beer aisle into the next record store. The Lights Out wrote an album about traveling through parallel realities, and Aeronaut Brewing Co. developed a beer to pair with the songs. The band’s pandimensional traveler character is featured in the beer label artwork. The beer label contains a social media trigger that generates a message from the band, telling consumers what an alternate reflection of themselves is doing in a parallel universe, and gives them a link to the music. T.R.I.P. used design in a creative way to solve a decades-old music industry problem, give consumers a complete sensory experience with visual, touch and taste, and restore music fans’ physical relationship with new music. It created a new way for music to be discovered, generated international attention and quickly sold out.